How To Market Your Construction Company: 21 Proven Strategies & Playbook
Need marketing ideas? Standing out can be challenging in construction when everyone claims they’re the best and can do it all.
You'll never grow your business without a solid marketing strategy.
By investing in the right marketing strategies, your construction company can stand out, build a steady stream of new clients and projects. and, help to attract the right teammates and partners.
Take it from the marketing experts who consult with construction brands across the country growing by +30% per year.
Just a few of these strategies will help your business grow. Pick the ones that are most applicable to your business.
But before you start marketing yourself, it's important to set yourself up and get the right tools for success with these tips:
Set yourself up for success with the right strategies
Laying a strong marketing foundation is crucial. Without it, it will be hard to build out your marketing strategies.
From defining your unique brand identity to understanding your target market, you will want to nail these before diving into your marketing.
Establishing Your Niche in the Construction Market
Carving out a niche in the construction industry can set your company apart and attract specific clientele. Identify what you do best: whether it's painting & siding, luxury renovations, commercial renovations or budget-friendly residential projects.
Establishing your niche differentiates your services from competitors, and you can become known as the guy(or gal) for that. Potential clients will recognize and seek your unique skills and experience for their construction needs.
Here are a few ways to niche down your business:
- Industry (Multi-family, commercial, industrial, hospitality, etc.)
- Service (General contracting, builder, plumbing, etc.)
- Project Type / Size (New Construction, Renovation, $ amount, etc.)
- Geographic Location
Learn about the most profitable construction niches here.
Understanding Your Target Audience
Understanding your target audience allows you to spend time marketing to the people who most need your services.
For example, if you are a luxury builder, your never going to make a sale marketing in a low-income area. You want to spend time marketing in higher-end neighborhoods.
Identify your ideal clients - whether they are homeowners, commercial developers, property investors, or managers. Consider their needs and preferences - are they looking for cost efficiency, quality craftsmanship, or speedy completion?
Tailor your marketing efforts to your customer's preferences to make your communication more appealing.
Developing your Construction Brand
Your brand should reflect your company's values, quality of work, and unique selling points. Start by creating a memorable logo, a consistent color scheme, a pair of fonts, and a clear one-liner message that explains your value proposition.
To get started:
- Identify Your USP: Determine what sets your company apart from competitors. Is it your exceptional customer service, specialized expertise, faster project turnaround, or commitment to sustainability? Clearly define this USP and make it central to your branding.
- Define Your Brand Voice: Choose a tone and messaging style that represents your company, such as professional, approachable, innovative, or reliable, and align it with your USP.
- Create Brand Guidelines: Document your logo, color palette, fonts, USP, and messaging guidelines in a brand style guide. This ensures consistency across all marketing materials, from your website and social media to business cards and signage.
- Apply Consistently: Use your branding consistently across all platforms, including your website, social media, email signatures, job site signs, and company uniforms. Regularly audit materials to ensure they reflect your brand and USP accurately.
- Tell Your Story: Integrate your brand’s story and USP into your marketing. Highlight your company’s history, mission, and the values that set you apart in a way that resonates with your target audience.
- Engage Your Team: Share your brand values, USP, and visual identity with your team. Encourage them to embody these values and USP in their work, as their alignment with the brand can greatly enhance client perception and build a stronger internal culture.
A well-established brand not only builds trust and recognition among potential clients but also instills a sense of pride and belonging within your team.
By clearly defining and communicating your USP, you create a compelling reason for clients to choose your company over others.
Tools for Marketing Your Construction Company
Just as a craftsman needs the right tools for the job, a construction company requires the right marketing tools to effectively reach and engage its audience.
From developing a stand-out online presence to leveraging software to become a marketing expert.
Professional Website
A well-designed website can sell your services while you sleep. Your website works 24/7 to capture potential interest in your services and helps convert sales.
It should be visually appealing and easy to navigate, showcasing your portfolio, client testimonials, team, and detailed service information. It’s often the first impression potential clients will have of your business.
Your website is a perpetual open house that will continuously attract clients over the long run so it's worth investing in.
You can set one up yourself with do-it-yourself website builders like Wix or Square Space or hire an affordable marketing agency like us.
Developing Impactful Marketing Materials
Your materials should convey your work's quality, expertise, and what sets you apart.
Showcasing testimonials and explanations of your experience and previous projects all work toward building trust.
This includes brochures, flyers, business cards, and digital content like email templates or a PDF slide deck you can share online. Ensure these materials are professionally designed, clearly branded, and contain all necessary contact information.
Make sure to put your best foot forward because they reflect your company’s professionalism and attention to detail.
Here is an example of a the first page of a capabilities statement:
Utilize a Customer Relationship Management System
A CRM, or Customer Relationship Management system, is like a digital toolbox that helps businesses manage and improve their interactions with clients and potential customers.
It keeps track of all your customer information, conversations, and history in one place. See everything about a customer - when you last talked to them, notes from meetings, logs of teammates' conversations, what projects you’ve discussed, and any specific preferences or needs they might have.
The beauty of a CRM is that it helps you remember and personalize each interaction with your clients, making them feel valued. It can also remind you when to follow up with a potential client or alert you about opportunities to reconnect with previous ones.
I recommend using Hubspot. It's free to get started.
Learn more about setting up a CRM for your construction company here.
Here is an example of how we use a CRM to keep track of projects that we are bidding, what stage they are at, which ones we have won, how much projects we have bid versus won, etc:
Empower Your Team with Graphic Design Tools
Graphic design tools like Canva and Adobe Spark can empower anybody on your team to create professional marketing materials in-house.
Design compelling visuals from logos to social media graphics to brochures to presentations.
Utilize customizable templates that align with your brand, ensuring consistency across all marketing efforts.
Empower your staff to produce designs quickly and cost-effectively so you can maintain a solid marketing presence without spending on a designer.
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Marketing Ideas To Get Your Company Out There
The construction business isn’t just about what you build but also about how you connect with your community, potential clients, current clients and teammates.
Learn how to increase your visibility, generate leads, and grow your network to drive business success.
Idea #1: Active Social Media Engagement
Social media platforms are excellent for showcasing your work and staying in touch with past and potential customers. Plus, it's free!
Make sure to choose a platform that you (or someone on your team) enjoy using, are familiar with, and will be consistent with. The top three are Instagram, Linkedin and Facebook.
Regularly update your followers with project progress, behind-the-scenes looks, and success stories. This builds your brand and keeps you at the forefront of potential clients’ minds.
You never know who is watching or who might know somebody that needs a job done.
Start small, stay consistent, and make it easy by adding social media posts to your workflow, such as by taking before and afters of your projects.
Here's an example of a construction company who does a good job with their instagram, Built By Coastal.
They have a good mix of content, from progress pictures, to team pictures and project photos.
Get 100+ content ideas and learn how to grow your social media page on our blog here.
Idea #2: Local SEO and Google My Business Optimization
Another free way to advertise your business. Create a Google Business page here. You can also create a free Yelp page here. This will help to optimize your online presence for local searches.
Get listed in as many local databases as possible and upload all of your info, including pictures of your team and projects.
A well-maintained Google My Business profile and Yelp page ensure your business appears when potential clients search for construction services in your area.
Mention your location and service areas throughout your website, like on meta descriptions, contact us, and home page so that Google knows where you are based.
Here is an example of a professional Google My Businesss page that probably brings in atleast $500,000 per year in construction leads for Right-Away Construction:
Idea #3: Customer Reviews and Testimonials
Actively collect and showcase reviews and testimonials from satisfied clients. Create an incentive to do so if you have to and make it as easy as possible for your clients to do.
Positive feedback on your website, review sites, and social media platforms can significantly influence potential clients' decision-making.
Do your best job to encourage positive, 5-star reviews, but if you do get any bad reviews, address them online in a respectable way.
You can do this by asking for a review at the right time, aka after you have done a good job for them or have done them a favor.
Idea #4: Content Marketing & Blogging For SEO
Create a blog to share your expertise and insights about the construction industry.
Just like I did here for you! Sharing content about your craft establishes yourself as an expert and builds trust.
Regularly posting high-quality, informative content can improve your SEO, establish your authority, and attract more visitors to your website.
Double down by creating content you can share on your social media channels.
For a comprehensive guide on SEO for your construction company, check out our blog.
Idea #5: Cold Calling and Email Outreach
Reach out to potential clients or partners through targeted cold calls and emails. or hire a construction sales rep to do it for you.
Start by building a list of organizations you want to contact, finding the right contact, and organizing them in a spreadsheet or your CRM. You can use databases like Apollo.io or Zoom Info to get this contact info.
Call and send personalized emails to introduce yourself and start a relationship with your target customers or partners.
In your sales outreach, make it less about making the sale and more about starting a relationship. You want to come across more like a friend then a salesperson.
Idea #6: Strategic Partnerships
Collaborate with local businesses, suppliers, architects, real estate agents, etc.
These partnerships can lead to referrals, joint marketing efforts, and increased visibility in your community.
Reach out to potential partners on our social media, email, or give them a ring. Then work on building genuine relationships with them. Ask them to attend an event with you, host a coffee get together or grab dinner with a few folks in the industry.
Find win-win partnerships that benefit both parties. Sometimes partners are happy with just referring a trusted resource, while others might appreciate a referral bonus or sending them referrals in return.
Idea #7: Customer Relationships and Networking
Construction is a relationship-based business. Building and maintaining strong customer relationships is key.
Attend industry events, participate in local business groups, and regularly communicate with past clients to build your network.
Take them out to dinner, ask them about their interests and hobbies, and really get to know them to build deeper relationships that go beyond business.
Make it easier to keep track of your clients and stay in touch using a CRM (mentioned above).
Idea #8: Foster Repeat Business Through Follow-Ups
Regular follow-up with past customers is critical for nurturing long-term relationships and encouraging repeat business in the construction industry.
Reach out periodically to check on the status of projects you’ve completed and inquire about any new needs they might have. A simple phone call , email or text can go a long way.
This approach helps retain customers and increases the likelihood of referrals, as satisfied clients are more likely to recommend your services to others.
Idea #9: Email Marketing
Keep in touch with your clients through regular email newsletters. This keeps your business top-of-mind and encourages repeat business.
The first step to email marketing campaigns is collecting emails and having people opt into your email marketing. Make sure to allow them the option to unsubscribe as well.
Share updates about new services, completed projects, relevant industry news, or helpful tips.
Put yourself in their shoes and provide them content that they would genuinely appreciate, find valuable or entertaining.
Check out the full guide on email marketing for construction companies.
Idea #10: Paid Advertising Campaigns
Use paid ads like Google Adwords or Facebook Ads to increase your online visibility quickly.
These targeted ads can direct potential clients to your website, providing immediate leads, so you will want a good website.
Google search ads targeted at searches for keywords related to your services can be a good foray into paid advertising as it's a more straightforward and direct way to generate leads.
You can easily spend a lot of money on paid ads with little ROI if you don’t experiment with small amounts of spend first and do your research before making an investment. You will need to invest at least $1,500 - $3,000/month.
Learn more about paid ads in our complete guide of construction advertising.
Idea #11: Trade Shows and Expos
These events are a great place to display your past and current projects, engage directly with people in your industry, and make a lasting impression in person.
It can be a good way to meet potential customers, partners or suppliers.
They are also opportunities for learning about the latest trends and technologies in the construction industry, which will keep your business ahead of the competition.
By setting up an engaging booth or just attending and networking, you can generate leads and establish connections that could lead to future projects.
Idea #12: Participate Local Groups and Online Communities
Leverage local groups and online communities, like those on Facebook and LinkedIn, to find new project opportunities and showcase your expertise.
Active participation in these forums connects you with potential clients and establishes you as a knowledgeable and trusted resource in the construction industry.
You can also use sites like MeetUp or Eventbrite or the chamber of commerce to find local, in-person groups that you can go to network.
Relevant groups like real estate meetups are the best, but even less relevant ones can work toward building your network. Everyone is connected to a construction project somehow.
Idea #13: Marketing Material Drops
Marketing material drops are a low-cost yet effective way to increase local awareness of your construction company.
You place your brand directly in front of potential clients by leaving brochures, flyers, or business cards at local businesses, apartment complexes, and other strategic locations.
This approach works especially well in establishments frequented by your target audience, like home improvement stores or local real estate offices.
Always ask for permission first.
Idea #14: Showcase your Portfolio with High-Quality Imagery
Use professional photos in your marketing materials to visually communicate the quality of your work.
This helps potential clients envision what you can create for them and build trust that you can get the job done.
If you have an eye for good pictures, you can take pictures yourself on your phone, but it could be worth investing in professional photos, especially for the key photos on your website or marketing materials.
Here is an example of an epic portfolio by Structure Ventures:
Idea #15: Utilizing Direct Mail for Targeted Outreach
The key to succeeding at direct mail is to stand out from the pile of marketing mail that people get every week.
You can create a lasting impression by sending well-designed brochures, postcards, or flyers directly to homes or businesses in your targeted areas.
This approach is particularly effective in local markets, allowing you to showcase your services and past projects with high-quality images and compelling copy.
Include a clear call-to-action, such as an invitation to visit your website or free inspection, estimate or mock-up design.
Idea #16: Leveraging Personal & Professional Network
Leveraging your personal and professional networks can help you uncover new and consistent business opportunities.
People in your network are more likely to trust you and, will want to work with someone they know and can recommend to friends
Don't hesitate to contact friends, family, and former colleagues, informing them about your business and asking for referrals. Encourage them to spread the word within their own networks.
A simple conversation or a shared post can often lead to valuable leads and project opportunities.
Idea #17: Community Service and Sponsorship
Participating in community service projects and sponsoring local events boost your image as a community-focused business and increase your visibility among potential local clients.
You can sponsor local initiatives, such as neighborhood improvement projects, charity events, or local sports teams.
This kind of involvement can foster goodwill and trust, making people more likely to think of your company when they need construction services. It also provides excellent opportunities for networking and building relationships that could translate into business.
This can also help to build your SEO if you get mentioned in the news and get links back to your website.
Idea #18: Guerilla Marketing Tactics
This is your chance to get creative and think outside of the box. Guerilla marketing tactics involve implementing innovative and unconventional marketing strategies to garner attention and interest in your community or in the areas where you are active.
Consider placing eye-catching signage at your construction sites or organizing local engagement events that resonate with your community, like construction-related contests, like a "best DIY project" competition, and offer prizes.
Such tactics not only increase your company's visibility but also create a buzz, making your brand more memorable and generating PR.
Connect with the community in a way that highlights your company's unique personality and services.
Idea #19: Account-Based Marketing for B2B Clients
Account-based marketing is a focused approach in marketing where you target specific clients or companies that are a great fit for your services.
You take more personalized strategies that increase your chances of landing these high-value clients.
It typically involves taking multiple approaches to penetrate these accounts, such as a combination of direct mail, events, cold calling, emailing, and LinkedIn outreach to multiple people at the company.
It’s all about making each targeted client feel uniquely catered to, increasing the chances of securing their business.
Idea #20: Video Marketing
Videos can vividly showcase your projects, the quality of your work, and your team.
Share time-lapse videos of construction progress, client testimonials, or virtual tours of completed projects on platforms like YouTube and your website.
Use these to show off your expertise and show you and your team are friendly and relatable. Video brings marketing to life.
Idea #21: Free Resources or Educational Content
Offer free downloadable resources like free estimates, inspections, guides, or webinars related to construction and renovation. This helps lead generation and positions your company as a helpful resource.
You have to give to get. When you give away a free resource or help a potential client before asking for their project, they are much more likely to choose you.
Grow Your Company By Partnering With a Construction Marketing Agency
If your looking to up the game on your marketing, its best to work with professionals. You know, just like how you hire professionals to tackle each part of your project. Ideal Rev is a top tier construction marketing agency and growth partner.
